This is a term you may have already read or heard: “customer centric” or a “customer centric” business. This is a real strategy that deserves attention and probably covers more actions than you think, even if it is obvious; make the customer the center of his priorities.
1- Mobilize the whole company around customer satisfaction
The first essential step in developing a customer centric strategy is to mobilize all of your employees. Do not hesitate to think about the best way to offer a quality customer experience. Indeed, the product division may propose to involve consumers in the creation or improvement of products. The commercial pole, to study the impact of prices and promotions on customer satisfaction.
Finally, employees in direct contact with customers will certainly have additional information to share to improve the overall experience of the latter. Thus, by correlating the different information held by all the departments, you will be able to agree on an effective strategy that is totally adapted to the customers.
2- Develop an active customer attitude
The second step is collecting the reviews and ratings of the best customers. What are their profiles (age group, gender, social category, interests, etc.)? What did they appreciate (the decor, the general atmosphere of the store, the quality of the products, the expertise of the sellers, etc.)? Why are they coming back? What do they recommend? What rating did they give for each device? How many promoters are there?
Studying the opinions of dissatisfied customers can also teach you many things about possible areas of improvement in the customer experience. In order for the collection of customer reviews to be as representative as possible, look at all the channels used by these customers. Your customer centric strategy must, as far as possible, consider the multiplicity of points of contact between brands and consumers.
3- Examine customers to better understand them
By examine the customers you can better identify the profile of your target customers but also to better understand their behavior at all stages of the customer journey. By giving the floor to your ambassadors, you will be able to assume common opinions. Your customers may be appreciative of your business for your value or many to appreciate the friendliness of your sellers. The elements observed are then to be taken into account.
4- Propose adapted action plans
Once the analysis is done, you will be able to deduce action plans that may please them and make them come back to the store. In the retail sector, there is a high probability that the chosen action plan is linked to the customer experience.
In fact, remember: the mission of a retailer is not only the creation of a positive experience but that of a memorable experience, present nowhere else! That’s why; it’s a safe bet for the action plan to follow a client attraction and hyper-personalization strategy.
The advantages of the Customer Centric
This strategy as follows: “Becoming a customer centric requires placing the customer at the center of your company’s concerns. In other words, rather than reasoning from your products (product centric), you prioritize your actions according to the consequences they would have on your customers. ” The benefits, essentially to create ambassadors of your brand and to retain your customers, as desired in an inbound marketing strategy. Of course, like any strategy, the ultimate goal is to increase your sales and profits.